- Running, reading, gardening, volunteer school teacher
Ebele Babalola
Milton Keynes,United Kingdom
Summary
Strategic innovation and marketing leader with 15 years of experience in brand building and growth across global markets. Currently overseeing premium spirits and reserve innovations at Diageo in the UK. Demonstrated ability to convert consumer insights into effective brand strategies and create innovation pipelines that drive sustainable growth.
Overview
18
18
years of professional experience
1
1
Certification
Work History
Senior Innovation & Marketing Manager
Diageo
London
08.2024 - Current
- Led the successful launch of premium spirits innovations across whisky, tequila, and reserve categories.
- Collaborated with global brand teams, supply, and in-market cross functional teams to deliver insight-led marketing campaigns.
- Developed Africa's spirits innovation strategy, identifying whitespace recommending a 3–5 year pipeline.
- Managed end-to-end product development, packaging, and commercialization to meet local market needs.
- Worked with local teams in executing ATL, BTL, digital, and experiential marketing initiatives to strengthen brand equity and accelerate market adoption.
- Engaged senior stakeholders across UK, Europe, and Africa to secure investment and ensure alignment.
- Managed marketing budgets, allocating resources efficiently to achieve strategic objectives and maximize returns.
- Achieved NSV growth of 55.1% in financial year F26 and 24% in financial year F25 across Spirit and Ready to Drink.
- Managed the launch of Johnnie Walker Blonde and Astral Tequila across 5 global markets with an NSV of $62m.
- Partnered with the local team to deliver Serengeti Apple, JW Blue Label Diwali and Chinese New Year editions.
Senior Innovation Manager
Guinness (Diageo)
01.2021 - 07.2024
- Colaborated with the brand teams to launch Don Julio 1942 Tequila in Nigeria, leveraging the global growth in the Tequila category.
- Expanded single malt portfolio with successful introduction of Singleton 15yo and 18yo, strategically entering reserve whisky market.
- Enhanced our mainstream spirit portfolio with the launch of Captain Morgan Gold the 1st locally produced Rum in Nigeria, leveraging the flavored gin trend with Gordon's Pink and Orange Gin expanding gin into new consumers and consumption occasions.
- Revitalized RTS category with introduction of Smirnoff Pineapple Punch and Gordon’s Pink Gin premix, effectively attracting both new and returning consumers.
- Managed the launch of Orijin Tigernut and Ginger, implementing integrated ATL, PR, digital, and BTL activations.
- Delivered 42% growth in Innovation NSV from new launches across Tequila, Single Malt, Mainstream Spirit and Ready to Drink.
- Recognized as the Innovation Manager of the year across the region though integrated executions of innovation, launch planning and brand management in the 1st year post launch.
- Worked with the legal and regulatory team to unlock Tequila approvals for Diageo working though complex requirements with the teams across North America and Mexico.
Innovation Lead
Guinness (Diageo)
01.2020 - 01.2021
- Spearheaded development of a 3–5 year innovation strategy with a focus on 20% NSV YoY growth aligning with consumer and commercial priorities.
- Championed delivery of the Johnnie Walker 200th anniversary sleeve, generating £1m NSV and bolstering brand equity.
- Expanded Guinness Smooth into can format, unlocking new consumption occasions and driving brand engagement.
- Managed the launch of and delivered $2m NSV for the launch of the Iconic 200th anniversary edition of Johnnie Walker and the extension of Guinness Smooth into the CAN format.
- Developed the 3-year pipeline for innovation across beer, ready to drink, spirit and nonalcoholic brands.
- Lead cross functional teams across different time zones in delivering the innovation pipeline.
Innovation Project & Brand Manager
Guinness (Diageo)
01.2016 - 01.2020
- Spearheaded the launch of pocket scotch (JW Red & Black), the first whisky in a sleek, portable hip flask.
- Championed the introduction of Singleton as a competitive alternative to Glenfiddich, enhancing Diageo's single malt presence.
- Executed the strategic re-introduction of JW Green Label (15yo) to optimise pricing and growth within the portfolio.
- Collaborated with brand teams to successfully launch JW White Walker limited edition in partnership with HBO/Game of Thrones.
- Led the expansion of Orijin Bitters into the gin category, driving innovation with Orijin Herbal Gin.
- Oversaw the establishment of Diageo Nigeria's inaugural locally produced spirits portfolio with the launch of Smirnoff Chocolate Vodka and Gordon’s Moringa and Citrus Gin.
- Led cross-functional teams to execute successful product launches, marketing campaigns, commercial execution and route to market, meeting project timelines and budget constraints.
- Overall, 10% pts share gain in the mainstream spirits category with the launch of Smirnoff Chocolate Vodka and Gordon’s Moringa citrus, both brands delivering about 1m EUs in volume and over $320m NSV.
- 300% engagement score within LPA30yo whisky consumers with the HBO partnership with Game of Thrones and Johnnie Walker White Walker.
- Launched the 1st gin infusion with local herbs, taking a known consumer behavior translating into a brand trademark.
Consumer Insights & Research Manager / Analyst
Guinness (Diageo)
01.2013 - 01.2016
- Spearheaded collaboration with insights team resulting in successful launch of brands and extensions such as Orijin RTD, Orijin Bitters, Malta Guinness Herbs, and Orijin Zero.
- Oversaw the implementation of retail audit for spirits market, shaping Diageo's strategic entry into mainstream spirits market.
- Delivered comprehensive consumer marketing and competitive intelligence that guided brand strategy and informed key commercial decisions.
Business Intelligence Manager
Stanbic IBTC Bank
01.2011 - 01.2013
- Spearheaded migration to unified data warehouse to enhance data accuracy and reporting efficiency.
- Designed automated dashboards facilitating real-time balance sheet and performance reporting.
- Oversaw coordination of annual financial forecasts and budgets among business units.
- Formulated models to pinpoint product and channel expansion opportunities.
- Monitored data integrity and quality, implementing corrective measures to maintain high standards of data accuracy.
- Supported user training sessions, simplifying complex technical information into clear and understandable advice.
- Conducted regular market analysis to identify trends and advise on potential growth areas for the business.
- Streamlined reporting processes by automating data collection and report generation, reducing manual effort by 50%.
Team Lead & Analyst, Business Intelligence
First City Monument Bank (FCMB)
01.2008 - 01.2011
- Spearheaded initiatives that reduced loan delinquency from double to single digits through predictive modelling.
- Through internal upselling leveraging data, the all-in-one account portfolio grew by 135%.
- Mitigated a ₦100m revenue leakage with a new sales scorecard.
- Automated the team performance matric bringing clarity on ratings and compensation to the direct sales team boosting overall performance by 67%.
Education
Bachelor Of Science - Mathematics and Statistics
University of Lagos
01-2027
WAEC - West African Secondary School Certificate
Queen's College
Lagos01-1999
Skills
- Strategic marketing and innovation
- Product lifecycle management
- Collaborative cross-functional teams
- Market analysis and consumer insights
- Brand and project oversight
- Stakeholder engagement
Certification
- Certificate of Leadership & Management, Harvard Business School Online
- Diploma in Management Essentials, Strategy and Organization Leadership, Harvard Business School Online
- Diageo Way of Brand Building, Innovation, Brand Manager Academy
- Goldman Sachs 10,000 Women, entrepreneurial development program
- Business Development in Emerging Markets, South Africa
Hobbies and Interests
- Running marathons
- Reading
- Gardening
- Volunteering
Interests
Timeline
Senior Innovation & Marketing Manager
Diageo
08.2024 - Current
Senior Innovation Manager
Guinness (Diageo)
01.2021 - 07.2024
Innovation Lead
Guinness (Diageo)
01.2020 - 01.2021
Innovation Project & Brand Manager
Guinness (Diageo)
01.2016 - 01.2020
Consumer Insights & Research Manager / Analyst
Guinness (Diageo)
01.2013 - 01.2016
Business Intelligence Manager
Stanbic IBTC Bank
01.2011 - 01.2013
Team Lead & Analyst, Business Intelligence
First City Monument Bank (FCMB)
01.2008 - 01.2011
Bachelor Of Science - Mathematics and Statistics
University of Lagos
WAEC - West African Secondary School Certificate
Queen's College